Last year, we noticed AI models were categorising one of our clients incorrectly. Instead of belonging to a high-value segment where their peers lay, ChatGPT, Gemini and Claude insisted the brand was known only for a product category it had long outgrown. This might seem trivial but because so many B2B buyers make vendor shortlists based on conversations with AI models, this issue would undoubtedly have serious growth ramifications if left unaddressed. No brand wants to be left out when someone asks for a “best of” list.
So we set about ensuring our client partner’s messaging, content and media relations output all referenced their expertise in their desired category. Within six months we were able to have the brand show up unprompted as a top vendor in their rightful segment.
In-house marketing and comms teams now carry real revenue targets against a shrinking media landscape and stretched budgets. Compounding this, B2B buyers have largely moved to AI research over traditional search. So how ChatGPT, Gemini and Claude describe your brand now has the power to curtail deals before a sales team ever gets a call.
When we developed the framework for our AI Optimisation model a year ago, we had the idea of mimicking how a B2B buyer actually uses the AI models across the awareness, consideration and closing stages of the sales cycle.
GAiN supercharges this framework.
It is a deterministic workflow that runs a complete range of buyer-journey questions through ChatGPT, Gemini and Claude multiple times, and scores every answer against a consistent rubric. Our teams thens compare how a brand fares with its closest competitors.
This way we can see the real pattern for how brands and their peers are judged by AI models. We then determine what changes need to be made to marketing, comms and GTM strategies to help brands secure more sales. This could mean addressing gaps in messaging, putting hallucinations right, correcting outdated information, or focusing on the specific customer pain points the AI models repeatedly flag.
Today, AI plays a much greater role in buying decisions. Our partner agency PER Connect found over a quarter of IT decision-makers have added a company to a shortlist thanks to an AI recommendation, and over a third had gone further and reached out to a vendor. This trend is rising, and we’re already implementing GAiN’s recommendations for our client partners.
If you want to see how your brand performs, optimise your comms and shape AI model opinion, get in touch onesmallstep@madebygiants.io
